GroupM and Criteo Pilot Omnichannel Commerce Boost in APAC
GroupM, WPP’s media investment group, and Criteo, a commerce media company announced a pilot collaboration in Asia Pacific (APAC). For GroupM clients in the area, the alliance intends to improve omnichannel commerce media capabilities. The first-ever partnership in APAC combines GroupM’s patented media solutions, privacy-safe commerce audiences, and proximity-based insights to enable omnichannel commerce through the integration of in-store and retail media.
Criteo’s omnichannel monetization solution
For better media planning, budgeting, and best-in-class activation, GroupM’s clients will have access to Criteo’s insights technology. New degrees of relevance, optimization, and conversion are made possible. The collaboration will increase GroupM’s clients’ access to Criteo’s comprehensive omnichannel monetization solution. Additionally, it enables merchants to manage their complete media inventory for both physical retail and the Internet. It will make it possible for brands and agencies to easily find and buy omnichannel media from top retailers.
Read More: A+E Networks Partners with GroupM for Diverse Voices Accelerator
GroupM media asset activation
360° media asset activation, including in-store activations like point-of-sale displays, out-of-store activations like inbox sampling, and online activations like email and social, are tools that are accessible to GroupM clients. By examining strategic prospects across media-buying capabilities and analytics to support predictive decision-making, Criteo and GroupM also intend to advance their cooperation. As a response to the ongoing acceleration of commerce media, cooperative attempts to create best practices in the field seek to open up a wide range of interesting possibilities.
Here’s what they said
Anita Munro, Chief Investment Officer, GroupM APAC said,
The innovation in commerce that will be made possible through this collaboration with Criteo is a significant and hugely exciting development for advertisers in APAC, and for our industry as a whole. Combining Criteo’s commerce media capabilities with our own not only strengthens our commerce offering in the region, but also allows us to set a new standard for what’s possible in advertising by bringing products, media, clients and consumers closer than ever before.
Taranjeet Singh, Managing Director, Enterprise, APAC at Criteo stated,
Together with GroupM, we are honored to usher in the next era of omnichannel marketing in the region. This partnership represents a union of industry leadership, and we are optimistic that it will drive greater integration across omnichannel campaigns and elevate success for brands and advertisers.
Read More: Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
In collaboration with Yahoo advertising, VIOOH, the top premium digital out-of-home (DOOH) supply-side platform, published a whitepaper. The paper looks at the possible effects of incorporating programmatic digital out-of-home (prDOOH) into multichannel marketing. Additionally, Twilio Segment Customer Data Platform (CDP) and Yahoo Advertising launched an integration to increase ad reach and relevance without using third-party cookies. Twilio Segment’s connection with Yahoo ConnectID enables advertisers to strengthen their operations and make use of first-party data across many screens, even in a cookie-less setting.
VIOOH – Yahoo Partnership to Explore prDOOH in Marketing Campaigns.
In a recent whitepaper, Yahoo Advertising and the worldwide digital out-of-home (DOOH) supply-side platform VIOOH examined the possible effects of integrating programmatic digital out-of-home (prDOOH) into multi-channel campaigns.
prDOOH whitepaper and case studies analysis
An important requirement from marketers is to comprehend how prDOOH fits inside multi-channel campaigns and how to best quantify its effectiveness, according to VIOOH’s annual State of the Nation report. The join whitepaper examines several case examples to show how advertisers may increase multi-channel campaign impact by leveraging prDOOH. By utilizing the advantages of both broadcast and digital channels, explains how to improve targeting, raise brand awareness, and influence consumer behavior both offline and online to produce a return on investment. Results show that including prDOOH in multichannel media, planning can increase attention, engagement, and overall campaign effectiveness.
Key outcomes
According to the report, including prDOOH in a multi-channel media plan boosts the ROI of a digital mix. Due to the priming effect, which DOOH plays a significant role in, conversions during re-engagements on other channels are increased as a result. Additionally, because of its eye-catching qualities and adaptability as a programmatic medium, prDOOH can improve offline outcomes in terms of sales and foot traffic.
Read More: Vistar Media Enhances DOOH Advertising with Retail Inventory Package
prDOOH Case Study Examples
According to a case study in the report, prDOOH can increase foot traffic and sales by attracting attention. Danone Aptamil in the UK saw a 15% boost in sales through prDOOH and a 37% rise when digital channels were added. Similar to this, a campaign with Tourism Tasmania revealed that prDOOH helped lift website visits by an additional 31%, with the whole campaign being responsible for a 51% increase in travel to Tasmania.
Two successful initiatives from Jones Lang LaSalle in Australia, Singapore, and Hong Kong as well as Schroders in Singapore are highlighted in the report. To improve online campaigns, both of these blended prDOOH and digital platforms. The findings confirmed the influence of offline priming effect on ROI and showed significantly higher website visitation rates as well as an overall 80% rise in mobile retargeting click-through rates (CTR).
Here’s what they said
Helen Miall, CMO at VIOOH said,
This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, of global strategy & partnerships at Yahoo said,
In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.
Read More: Hivestack partners with Up Media to Expand Thai DOOH Market Share
Yahoo Integrates Identity Solution Through Twilio Segment
Recently, Twilio’s customer data platform (CDP) made the cookie-free ID for Yahoo Advertising available. First-party data is used by ConnectID, Yahoo’s cookie-free identity solution, which was introduced in 2020m to assist marketers in identifying and matching consumers throughout the open web. It is constructed on top of Yahoo’s exclusive ID Graph. It is now available to more than 25,000 Twilio businesses. Users will be able to broaden the breadth and relevance of their campaigns thanks to this integration.
Twilio Segment’s Customer Data Platform Integration with Yahoo DSP
Through the agreement, Twilio Segment users may increase reach, relevance, and measurement across screens by synchronizing hashed, cookie-less data with their real-time customer profiles. Yahoo ConnectID’s smooth integration makes this possible. Companies might experience success or failure at different times. Companies can now match their first-party data with Yahoo ConnectID within the Yahoo DSP if they use the Twilio Segment Customer Data Platform (CDP) to manage their first-party data. As a result, their advertising initiatives have a wider audience and greater significance. Businesses that use Twilio Segment CDP to activate their data will see that each campaign has a wider reach.
Yahoo ConnectID
Yahoo employs a thorough identity strategy across all digital environments. Addressable and non-addressable inventory is supported by their identity solutions, which include Yahoo ConnectID and Next-Gen Solutions. An entire set of identification solutions is available within the Yahoo DSP. Marketers can protect the future of their company. Moreover, they can maintain control and maximize ROI in a world where identity is regulated. Even if support for cookies and other traditional identity techniques dwindles, marketers may take advantage of a single customer viewpoint through this connection to maximize the promise of targeted advertising and individualized customer experiences.
Read More: Taboola and Yahoo Partner for Native Ads Worldwide
Addressable and Non-addressable inventory
Yahoo’s consent-based, first party and partner data serve as the foundation for Yahoo ConnectID for addressable inventory. It reaches 58+ logged-in users in APAC and almost 200M authenticated users in the U.S. Over 28,000 publisher domains have selected the solution. It is also compatible with over 30 of the leading data platforms in the market. Using Yahoo ConnectID users as a panel audience, Next-Gen Solutions is an AI-built privacy-preserving solution. Additionally, it expands the reach and relevance of non-addressable inventory. With the help of this comprehensive identity suite, marketers can future-proof their operations in the Yahoo DSP while maintaining ROI and control in an identity-restricted environment. Even if support for cookies and other conventional identity systems wanes, marketers will be able to use this connection to take advantage of a single view of the customer to fulfill the promise of targeted advertising and guarantee a personalized consumer experience.
Here’s what they said
Dan Richardson, director, and head of data at Yahoo APAC said,
Data collaboration is essential to allow brands to get the most value from their first-party data. This integration means delivering better advertising experiences to customers and gives advertisers what they want most – greater relevance, reach, and measurement. In a world with fewer online user identifiers, Yahoo ConnectID offers a differentiated and future-proofed approach to all businesses.
Liz Adeniji, regional vice president, of Asia-Pacific and Japan at Twilio Segment, commented
A recent Twilio study found that about 7 in 10 businesses in Asia-Pacific have already turned to using first-party data primarily due to the inadequate visibility over third parties’ data safeguards, management of consent, and regulatory compliance. Our new integration with Yahoo will make it easier for these businesses to use their valuable first-party data in a much more meaningful way, in real-time, and most importantly, with utmost relevance to their intended audience. This will enable them to unleash the potential of first-party data across screens to deliver more personalised and engaging campaigns.
Read More: Yahoo Partners with Amplified Intelligence for Attention Measurement
Billups Expands OOH Dominance with OOH Labs Acquisition
The independent science-driven media agency OOH Labs was acquired by Billups, a global provider of managed services and Out-of-Home (OOH) technologies. It is run by OOH specialists and backed by data. Through the merger, both organizations’ clients will have a wider geographic presence throughout North America. Moreover, it seeks to grant access to Billups’ proprietary measurement and attribution tools as well as improved programmatic capabilities. Given their same ideals and customer-focused philosophy, the two businesses are more aligned than just geographically. Billups is now the biggest OOH technology and managed services provider in North America as a result of the acquisition. Additionally, it reaffirms its dedication to Out-Of-Home advertising industry innovation and global expansion.
Progress and Proficiency
OOH Labs was established in 2020. Since then, it has expanded quickly into the Canadian market and developed a unique niche for itself in the regional out-of-home market. The organization, which has headquarters in Toronto and Montreal, is run by a group of seasoned experts with a range of expertise in media ownership, agency operations, and client services. Billups and OOH Labs partnership’s goal is to increase the OOH industry’s expenditure share and provide clients with measurable business results.
Promoting breakthroughs in Out-Of-Home advertising
The acquisition expands the market for Billups’ unique measurement and attribution solutions and establishes the company as the biggest OOH technology and managed services supplier in North America. It also includes 15 nations in Southeast Asia, EMEA, and North America. Billups’ acquisition of OOH Labs comes after it recently acquired Malaysia-based TAC Media, indicating its continued dedication to growing its worldwide footprint and creating innovative OOH solutions.
To sum up, the purchase of Billups’ OOH Labs represents a noteworthy advancement in the OOH sector. Customers will be able to access advanced measurement and attribution solutions, as well as enhanced programmatic products, thanks to the combined companies’ increased reach and capabilities. Together, the businesses will increase their market knowledge, reach, and capacity to provide Out-of-Home advertising solutions that are both automated and measurable.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
The Effect of the Acquisition on New Enterprises
The purchase of OOH Labs by Billups may have a big impact on start-up companies. This calculated move gives Billups access to cutting-edge measurement and attribution tools, improves its programmatic skills, and broadens its reach throughout North America. The acquisition may create fresh growth opportunities for startups, particularly those in the Out-of-Home sector. Billups and OOH Labs’ combined resources and experience could propel the creation of innovative Out-of-Home solutions and give start-up companies the means to execute successful OOH advertising campaigns. In the Out-of-Home sector, new companies might obtain a competitive advantage.
Here’s what they said
Billups co-founder Benjamin Billups said,
The decision to unite with OOH Labs goes beyond expanding our geographical footprint; it’s about aligning with a team that shares our values and client-focused approach. Kevin’s unwavering dedication to his team and clients’ success is inspiring and truly commendable. This alliance signifies a melding of expertise and ethos, promising enhanced innovation and comprehensive solutions tailored to the distinct needs of our diverse clientele across North America. It is a very natural alignment for us.
Kevin McDonald, chief executive officer and founder of Agency X, the former parent company of OOH Labs added,
I couldn’t be more excited to join forces with Billups. Through our countless discussions, it is clear that Billups’ culture, entrepreneurial spirit and passion for the OOH space align perfectly with ours. I look forward to our two organizations collaborating to elevate the share of spend in the OOH industry.
David Krupp, global CEO of Billups commented,
We have admired OOH Labs for some time and after getting to know Kevin and his incredible team, we knew we found the right partner to advance Billups’ foothold in North America. Joining our companies will amplify our collective reach, enhance our market intelligence, and drive tangible business outcomes for our clients.
Read More: Hivestack partners with Up Media to Expand Thai DOOH Market Share
Instacart Enhances Ad Transparency and Trust with Strategic Alliances
Instacart has partnered with Integral Ad Science and DoubleVerify to transform the transparency of Instacart Ads and authenticate Instacart Ads using DV’s market-leading viewability and fraud verification across Instacart Ads.
Instacart partners with IAS to launch ad transparency
Leading worldwide media measurement and optimization platform Integral Ad Science just announced a partnership with Instacart. With the help of the top grocery technology business in North America, Instacart Ads now have a higher level of transparency. Through this intriguing alliance, Instacart Ads will now support IAS’s viewability and invalid traffic (IVT) measurement. More than 5,500 brands that work with Instacart will profit from this.
Instacart Ads
The success of Instacart’s business is greatly influenced by Instacart Ads. By giving advertisers access to prime digital real estate in front of interested consumers, powerful advertising products and solutions combine the best of online advertising to assist CPG firms of all sizes in moving products off the shelves. Additionally, it makes it possible for CPG brands to interact with customers at the point of sale thanks to cutting-edge platforms and technology. Over 1,400 retail brands collaborate with Instacart, which is accessible to over 95% of North American households.
IAS’s viewability and invalid traffic measurement
The IVT solutions from IAS are made to guarantee that advertisements are seen by as many real people as possible in a variety of advertising situations. When advertisements are presented to consumers for a longer length of time, there is a larger likelihood that they will make an effect. With access to viewability analytics, advertisers can reallocate their budgets to the best-performing ad styles in order to maximize their spending. With regard to both buyers and sellers, IAS’s dependable viewability solutions promote efficiency and do away with time-consuming reconciliations.
Read More: New ‘Instacart for Shopify App’ Revolutionizes Merchant Advertising
IVT Integration
Working with nine of the ten biggest RMNs, IAS has become the industry leader in third-party verification of retail media networks. When completely deployed, IAS’ viewability and invalid traffic assessment will provide Instacart advertisers with more assurance that their advertisements are being viewed by actual individuals and more transparency. Additionally, it will contribute to the success of media campaigns run by Instacart clients.
Here’s what they said
Tim Castelli, Vice President of Global Advertising Sales at Instacart said
We are delighted to partner with IAS as a third-party measurement platform for Instacart Ads. Their powerful technology ensures that marketers invest their spend on real consumers that want to make a purchase. Instacart Ads is a critical part of our business, with thousands of category-leading and emerging CPG brands using our platform and technology to meet consumers at the point of purchase.
Lisa Utzschneider, CEO, of Integral Ad Science, commented,
We’re honored that Instacart selected IAS to be a measurement partner and today’s announcement further reinforces IAS’s leadership in the retail media network space. Instacart Ads has quickly established itself as one of the most effective retail media networks in North America. Advertisers recognize the power of the Instacart Ads platform and the impact it has on sales and they are looking to add third-party measurement for even greater transparency.
Read More: Google Launches Google Ads Data Manager for First-Party Data
DoubleVerify’s New Partnership to Validate Instacart Ads
Instacart, the top grocery technology business in North America, and DoubleVerify, a leading software platform for digital media measurement, data, and analytics, have partnered to allow media verification and enhance advertising performance throughout the platform. In order to confirm that Instacart video and display advertising are viewable by humans and are free from fraud/invalid traffic (IVT), the collaboration will make use of DV’s technology and data.
DoubleVerify’s quality measurement technology for advertisers
Instacart marketers will gain
- Fraud Protection – thanks to DV’s quality measuring technology effective advertising will reach genuine people. DV detects and safeguards advertising from fraud and IVT. It ranges from bot manipulation to hacked devices.
- Viewability Verification – DV offers thorough viewability verification. It determines whether an advertisement has the chance to be viewed and illuminate its effect.
Read More: DoubleVerify Acquires Scibids, Reinforces AI Powered Solutions
DV’s technology for ad transparency
To measure and validate advertising on its retail media network (RMN), Instacart has chosen DoubleVerify and IAS. DV’s cutting-edge technology and data will be used in this partnership to validate the viewability of Instacart’s video and display advertising, guaranteeing that they are seen by actual people and are brand-safe.
Here’s what they said
Mark Zagorski, CEO, of DoubleVerify, said,
We are excited to extend DV’s independent measurement on the Instacart Ads platform to ensure that campaigns meet key media quality criteria while maximizing performance for advertisers. Instacart has been a pioneer in online grocery shopping for over a decade, and this partnership exemplifies the leadership, innovation and trust that both companies have built.
Tim Castelli, Vice President of Global Advertising Sales at Instacart added,
We’re thrilled to partner with DoubleVerify to provide valuable viewability and IVT authentication to our mutual advertising clients. As we continue to scale our advertising solutions, we are committed to delivering measurable value and growth for our brand partners.
Read More: DoubleVerify Unveils Industry-First Holistic MFA Protection Solution
Dentsu Pioneers Audience Acquisition with VideoAmp Partnership
In an industry-first activation, Dentsu and VideoAmp have given their US media agencies the ability to seamlessly guarantee crucial audience acquisition across seven key media portfolios. As the first agency, Dentsu has intentionally purchased audiences on VideoAmp Currency that are assured across publishers like A+E Networks, FOX Corp, Hallmark Media, NBCUniversal, Paramount, and Warner Bros. Discovery. Utilizing Dentsu’s platform, advertisers will be able to create audience-reaching strategies as well as assurances of reach and frequency. The objective is to incorporate Dentsu’s exclusive audience datasets into a new market asset that might be traded. In light of its customized audience profiles, Dentsu will be able to plan and allocate linear TV advertising buys.
Dentsu’s Data-Enabled Linear TV Activation
Clients can now transact and guarantee on the same advanced audiences generated within Dentsu’s Merkury ecosystem that they now plan and optimize against, across seven major publishers, through Dentsu’s Data Enabled Linear TV Activation (DELTA) platform, powered by VideoAmp’s leading large dataset. With clients already using this new activation, advertisers can now improve results and increase return on investment. DELTA uses VideoAmp to provide advertisers with a streamlined planning and measuring solution. Insights and data on currency grades are also accessible. As a result, premium publishers can more effectively reach an advertiser’s intended demographic and optimize media spend. Although DELTA and DELTA+ are intended to use Dentsu’s exclusive audience data, the company can also use a client’s first-party audience data or data from other third parties if that is what the client prefers.
Image credit- MediaPost
Read More: Shopify Audiences Expands Ad Targeting Capabilities with New Integrations
Dentsu – VideoAmp’s guaranteed audience acquisition
Dentsu and VideoAmp have collaborated since 2021. To test audience measurement technology on Paramount Global properties, the two collaborated. As the market transitions to more data-driven linear TV buys, DELTA and VideoAmp have been leading the way. It is also Dentsu’s DELTA team’s most recent statement as it works to lead the industry in mapping alternative currencies to sophisticated audiences. In recent years, advertisers, TV networks, and media companies have struggled to account for customers who are increasingly dispersed across a variety of media outlets. Because many prominent marketers demanded an unbiased third party to count customers drawn to a certain media property, Nielsen has ruled for decades. However, TV firms have criticized Nielsen’s haste in coming up with a new solution, even as viewers of linear TV switch to broadband streaming.
Here’s what they said
Brad Stockton, SVP, of Video Innovation, Dentsu Media US said,
As we look to the future of seamless video investment for our clients, this innovative advancement represents a positive shift in the marketplace, enabling advertisers to more effectively reach more valuable audiences in premium placements. This is our latest effort to drive adoption of alternative currencies as we seek to build out a unified investment approach rooted in the same source of truth through DELTA.
Ross McCray, Founder & CEO of VideoAmp added,
The growth that we’ve been able to achieve since we first engaged with dentsu on currency in 2021 is incredible. Moving past testing to this kind of scale is a testament to the DELTA team and their commitment to providing clients with the benefits of using an advanced currency. This is just the start and we look forward to collectively helping advertisers make their media investments work harder and smarter to achieve the business outcomes that matter most to them.
Marybeth Strobel, Executive Vice President, Ad Sales at Warner Bros. Discovery commented,
This latest advancement between dentsu and VideoAmp marks an exciting step forward for our industry in enabling advertisers to transact against advanced audiences at scale, an approach we fully embrace at Warner Bros. Discovery. By leveraging these innovative solutions in audience-based buying, advertisers can better leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises and coveted audiences and ensure the impact of their investment is more fully captured.
Read More: Paramount to Utilize iSpot As Currency Measurements for TV Ads
Google Launches Google Ads Data Manager for First-Party Data
Google has created an advertising measurement tool that integrates with first-party data from marketers. It is made to function without browser cookies and other data tools that use antiquated techniques to measure performance. The measurement tool, Google Ads Data Manager, will be made accessible in Google Ads from the beginning of 2024. As the business continues to simplify the administration and use of first-party data, the product plan calls for expanding it to additional Google platforms. The tool will make it easier to connect to and utilize first-party data. It centralizes all data management controls, allowing for more income and improved business outcomes.
Google Ads Data Manager for Advertisers
Less than one-third of marketers, according to Google, consistently and successfully access and integrate first-party data across channels. This issue is resolved by Google Ads Data Manager, which streamlines the administration of first-party data connections and the procedure for utilizing that data for commercial purposes. As the advertising business enters the new year and Google deprecates third-party cookies, advertisers will gain knowledge about integrating data sources and protecting consumer data privacy. When it launches, it will make it easier to enable improved conversions for leads and Customer Match from many partners while still maintaining the essential functionality of each service.
Image credit- Google
Read More: Google Opens Automatically Created Assets Publicly to Boost Efficiency
A number of data sources, such as customer relationship management (CRM) and customer data platforms (CDPs), will be able to be connected by advertisers. Along with marketing tools like Shopify Audiences, this will also incorporate data sources like ActiveCampaign and Pipedrive. If Google Ads Data Manager is a success, it will be simpler to track client interactions with the Google tag and off-website transactions. Instead of altering how Google’s products function, the platform makes it easier for advertisers to use them. Data utilization in marketing is easier because it requires little to no coding expertise.
Benefits of the first-party data measurement tool
Analysts can build new data links using a single collaborative interface. Additionally, marketers can use discrete data to track conversions to target customers with relevant adverts. Zapier and CDPs, such as Lytics, will also provide data sources through cloud-based data storage solutions. Google wants the platform to give users access to all types of data through a single collaborative interface. This will allow analysts to make new data linkages. Furthermore, it will enable marketers to use discrete data to track conversions or target people with appropriate ads
Read More: Samsung Ads and Epsilon Partner for First-Party Data Advancements
SRMG, Warner Bros. Discovery Launch Free-to-View Arabic Language Platform
Asharq Discovery, a new free-to-view Arabic language infotainment platform, has been unveiled by SRMG, the largest integrated media group from the MENA region, in collaboration with Warner Bros. Discovery. The platform began operations in Riyadh, Saudi Arabia. Asharq Discovery offers free access to top-notch international material in Arabic. It will feature hundreds of hours of high-quality content from Discovery’s lauded library in addition to hand-selected acquisitions from all over the region. Additionally, it features a compelling selection of creative creations.
The new free-to-view platform in MENA
The development of the new free-to-view platform is a direct response to the growing demand for Arabic-language content as well as shifting viewer tastes. According to a recent SRMG survey, more than 80% of Middle East and North Africa viewers are hungry for more Arabic programming. The site will provide a wide selection of genres while catering to a local audience. Pop science and engineering, crime and mystery, automobiles, travel and adventure, cuisine and cookery, wildlife and nature, lifestyle, and reality will all be covered.
SRMG – Warner Bros. Discovery Partnership
The partnership will produce believable and captivating MENA-related stories. Furthermore, because production will take place there, it will present opportunities for local talent. In order to showcase regional storytelling to a worldwide audience, WBD also has the option of globally distributing co-produced content through Warner Bros. Discovery channels and services. A long-term strategic alliance between SRMG and Warner Bros. Discovery led to the creation of Asharq Discovery. In addition to SRMG’s rights to choose content from Warner Bros. Discovery library, this partnership will feature the co-production of up to 30 hours of content each year with WBD and HBO.
Asharq Discovery
Exclusive programs from the acclaimed Warner Bros. Discovery’s library are featured on Asharq Discovery. Favorite shows from networks including Discovery, Animal Planet, TLC, Investigation Discovery, HGTV, Food Network, and regional favorites Fatafeat are among them. Arabic voiceovers and graphics have been added to the chosen programs in their entirety. Asharq Discovery’s initial schedule features free, never-before-seen Arabic television programs. They are Wheeler Dealers, Through the Wormhole with Morgan Freeman, Gold Rush, and 90 Day Fiancé.
Read More: Meta and Discovery+ Adjust Ad-Free Subscription Plans: Changes Ahead!
SRMG’s partnership portfolio
Bloomberg Media, The Independent Group, and Billboard are just a few of the notable companies that SRMG has a proven track record of working with successfully. Asharq Discovery is the most recent addition to SRMG’s award-winning “Asharq News Network,” which also includes Asharq News, Asharq Business with Bloomberg, and the recently launched Asharq Documentary, which offers incisive and factual documentary programming. These news outlets have been among the fastest-growing in the MENA region for the past three years. Through satellite coverage on Arabsat and Nilesat, the catch-up service Asharq NOW, and Asharq Discovery’s social media platforms, Asharq Discovery is available for free viewing throughout the area.
Here’s what they said
Jomana R. Al-Rashid, CEO of SRMG said,
Asharq Discovery’s launch is a direct response to the growing demand and changing consumption habits. We can see from several studies that there is an increase in the demand for audio and visual content across our region. The new free-to-view platform is the latest example of SRMG’s transformation strategy in action. At SRMG, we are dedicated to enhancing and expanding our media portfolio and elevating the media and entertainment ecosystem in the region. Just this past month, we launched Asharq Documentary, dedicated to uncovering the stories behind the headlines in politics, business and economics, and history. Now, with Asharq Discovery, we continue to redefine the viewing experience with seven distinct genres, each offering a fresh perspective on storytelling. The Asharq Discovery platform is unique as it provides a wide range of exceptional content in Arabic, and for the first time, for free. Our partnership with Warner Bros. Discovery is testament to our ambition to produce and showcase award-winning, authentic content that captivates and inspires audiences both here in our region and across the globe. The launch is just the start; we have extremely ambitious plans for co-production, and I look forward to watching the platform’s growth.
Jamie Cooke, GM CEE, Middle East & Turkey of Warner Bros. Discovery added,
The entertainment industry in the MENA region is an area of major global talent and transformative growth. We have seen immense changes over the last few years, and MENA audiences are eager for fresh and new content. I am excited to start developing Arabic content that can inspire viewers not just in the region but Arabic speaking audiences around the world. Warner Bros. Discovery has the greatest and broadest collection of brands, franchises, and storytelling IP in the world, and we’re excited to provide a new free-to-view channel where we can reach new audiences and bring them our stories through our partnership with SRMG.
Read More: SRMG Ventures Pours $5 Million in MENA’s Anghami Platform
AdInMo and Fintech ZBD Partner to Bring Bitcoin Rewards to Gamers
AdInmo recently launched a technical partnership with ZBD, a well-known fintech business that gives developers and gamers quick Bitcoin rewards. Both players and mobile game producers will benefit from the partnership’s opening up of an intriguing novel universe of revenue opportunities. The immersive in-game ad formats and rewarding ad tech solutions it offers raise the standard further. Due to innovative cooperation, players can now be compensated for watching in-game videos and immersive display advertisements.
AdInMo’s immersive in-game ad format
AdInMo’s InGamePlay brands are integrated right into the action, improving the player experience while providing hundreds of developers with non-interruptive money. Now, thanks to ZBD’s Bitcoin Lightning technology, developers and publishers may pay out small amounts of real Bitcoin to their players as in-game ad money. Rewarded InGamePlay advertisements from AdInMo combine well-liked reward monetization strategies with cutting-edge in-game formats to further boost user retention.
Read more: Adverty Launches First Programmatic VAST Video in In-Play Ads
The new in-game ad format for developers
Participants in AdInMo’s developer community beta program can already access the new format. As a part of the beta program for the developer community of AdInMo. As it is already a part of AdInMo SDK, no further integration is needed. Developers can easily decide how they wish to distribute the proceeds to their users by enabling Bitcoin rewards for their games. In-game advertisements sponsor incentives directly, so the primary gameplay experience remains the same.
Image credit- AdInMo
Ludo Zenith’s ZBD Integration
After including ZBD rewards, Square Enix’s Ludo Zenith had an ARPDAU boost of 82%, and Fumb Games’ Bitcoin Miner saw a more than 10-fold increase in day 30 user retention. By collaborating with AdInMo, ZBD can now enhance its current strategy to assist mobile games’ monetization and retention by rewarding player attention to the gaming itself rather than during interruptions in play.
Here’s what they said
Kristan Rivers, Co-Founder and CEO of AdInMo said,
We’re always looking for ways to innovate while delivering our core purpose of enhancing player experience. Rewarded ad formats are an established part of hybrid monetization loved by players and driving excellent revenue for developers. Combining in-game brand experiences and player rewards is a world-first. ZBD understands the nuances of the games ecosystem and we’re excited to work with them to bring the first release of AdInMo’s powerful new monetization format, Rewarded InGamePlay to market. With happy, rewarded players the gaming audience is also more valuable to advertisers in terms of attention and engagement. As always at AdInMo it’s a win-win-win.
Ben Cousens, Chief Strategy Officer at ZBD commented,
The goal of ZBD has always been to help drive improved performance for the games industry, an industry we love. We’re very excited that our first deep integration directly into in-game advertising technology is with a partner that shares our values and offers ads that are completely unobtrusive and which do not interrupt players as they’re enjoying the game. The model of rewarding players with a share of ad revenue is driving phenomenal success for all of our partners. This is the future of free-to-play engagement. Our partnership with AdInMo streamlines this approach by linking rewards directly into the ads themselves in real-time, a material step-change in this net-positive disruption for games developers.
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ThinkAnalytics’ Contextual Advertising Solution Joins AWS Clean Rooms
The targeted contextual advertising platform ThinkAdvertising from ThinkAnalytics has been made available on AWS Clean Rooms by Amazon Web Services. ThinkAnalytics is a global leader in audience data analytics, AI-based content discovery, and targeted advertising. Publishers may easily enable cross-channel audience segments for programmatic advertising thanks to the solution. Additionally, it enables customers and partners to work together more conveniently and securely while analyzing their shared datasets without revealing or replicating each other’s underlying data.
ThinkAdvertising – a targeted contextual advertising solution
The TV/OTT programmatic ecosystem presents issues for the advertising sector, including signal degradation, data, and privacy rules, and the need for more efficient targeting options. With the use of first-party data, ThinkAdvertising enables video service providers to build behavioral audiences based on content at scale. Additionally, it improves the precision and efficiency of advertising targeting. The approach reduces waste while enhancing performance in the complicated and rapidly changing convergent TV industry. When publishers enable cross-channel audience segments for programmatic advertising, having access to the turnkey data solution on AWS will improve privacy and security.
Read More: Comscore’s Proximic Unveils New AI-Powered Contextual Solutions for Programmatic
ThinkAdvertising on AWS Clean Rooms
When audiences are more responsive, brands may engage them and get better outcomes. This is because real-time audience segments use this technology to track first-party real-time behavioral changes and engagements. Initial customers have had 10x engagement and 20x purchase KPIs.
Here’s what they said
Peter Docherty, Founder and Chief Technology Officer of ThinkAnalytics said,
ThinkAdvertising is leveraging AWS Clean Rooms to guarantee absolute data privacy, providing cross-platform TV companies with a seamless and secure way to convert their first-party data into cross-platform audiences, unlocking significant cost and scalability advantages. Our relationship with AWS simplifies the process for our customers, enabling first-party data to be harnessed for advertising.
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